What Should a Content Marketing Strategy for Real Estate Agencies Involve?

16Apr2016

| Last update:
07Apr2017

This article’s goal is to clarify some of the do’s and don’ts of content marketing for real estate companies. You’ll soon realize that just because a law firm achieved great success using a certain strategy, that doesn’t mean that it will work for you too.

Every industry is different. That means that companies should act and work in a variety of ways. It also means that not every marketing strategy will offer the same result.

Let’s take a look at how others have grown their business and, more importantly, how you can do it too.

Plan Ahead

Obviously, you can’t just throw random content around and expect results. Let’s think for a bit about what you have to take into account when planning your content marketing strategy.

The first step should always be to identify your audience.

Who uses your services? Who would see your content? These questions don’t necessarily need to have the same answer.

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The audience will most likely consist of leads and clients. We’re mainly talking about people interested in learning more about the industry.

It's a good idea to cater to all your readers if possible.

That means creating more content, not trying to make something that everyone will like. That’s just wishful thinking.

If you can, provide regular content for the other businesses as well.

You’ll prove your experience and knowledge in the field, and the helpful content will surely earn you the respect of your peers.

Over time, you could become a thought leader not only for the clients that read your content but even the other real estate companies.

Establishing some buyer personas is crucial.

It’s much easier to create useful and efficient content when you imagine a few actual readers who can represent the whole audience.

These personas have to be on point, though. Use the data you have, organize some surveys, and ask clients to fill out forms. After gathering as much data as you can, you can begin the process of creating buyer personas.

Take into account their interests, their preferred mediums, hang-outs and what makes them tick. Consider their worries and hopes, and what they want to gain. Your strategy will revolve around attracting these people to your content.

Establish a presence on social media networks

Moreover, this part is becoming more and more important over time as big sites like Facebook are starting to become jacks of all trades.

It’s not going to hurt to have an account on every social media network, but in many cases, it’s not important either.

By now, you should know the networks where audience hangs out most of the time. Concentrate on those. Just because there is one lead on a social media network doesn’t mean you have to make a new account. You might as well just send them an email.

Once again, I’ll stress the fact that your goal should be to create a more personal connection with your clients. If you don’t have enough time to communicate on social media, get someone to do it.

Don’t split your time between them because you’ll end up offering watered down content that won’t attract anybody. Know your limits and find smart ways to surpass them.

You also have to think about the type of content you’ll use, how often you’ll post it, and when to provide it. It’s an art, really.

The people on each network will have slightly different preferences. Agencies know best how to cater to these communities, so if you want to get the most out of it, you should consider contacting one.

Use everything you have

Showcasing your real estate experience is the best way to gain people's trust. Offer advice, sources of information, and answer questions.

The idea of content marketing is to provide readers with content they want to read, so don't waste their time with things they don't care about. Testimonials are also an excellent way to establish your expertise.

I'm an energetic person that likes to write and play video games. I'm lucky that I met the Squirrlyans because now I write for a living.I still haven't found any use for my passion for video games, though 🙁